Vegan campaigners, who are fighting a possible clampdown on the way their products are described, have stated that the dairy industry shouldn’t hold a “monopoly”, over words like milk and butter.
After a draft of guidance from Trading Standards, seen in early this year, raised concerns that the terms “mylk” or “sheese”, which are used by vegan food companies to brand their products may be too similar with legally protected dairy terms.
A coalition of vegan brand owners has launched a petition, arguing that the restrictions “could hinder a growing market”.
Simeon van der Molen, founder of the plant-based brand Moving Mountains said: “To put it bluntly, you will not confuse dairy milk with plant milk.
I think that they assume the majority of people can’t read. This is an insult to me.
Vegan brands often give their products similar names to their dairy counterparts.
Some examples include Mylk by Rebel Kitchen, a line of milk alternatives made with ingredients like coconut, cashew and oat, as well as Sheese, the vegan cheese.
A draft opinion prepared by a group consisting of officers responsible for trading standards would prohibit names like these.
Tim Knight, the head of public affairs for OatlyUK which does not belong to the coalition, but supports it said: “The science shows that we must shift our food system in order to make it more sustainable. These proposals have a negative impact on consumers, a plant-based industry that is important to the UK and the health of the planet.
Juliet Gellatly of Vegan charity Viva! added that the dairy industry doesn’t hold a monopoly over words like milk or butter or puns related to them.
“Plant-based companies are entitled to use such phrases. We should embrace their innovation, not limit it.”
Over the last decade , the availability of plant-based substitutes has exploded as manufacturers have seized upon the increase in vegan diets.
In recent years, however, many companies have removed products from the shelves due to a waning market and an abundance of competition.
NielsenIQ’s The Grocer reported that supermarket sales of meatless products dropped by £37.3m in the year ending 10 September 2022.
According to Assosia’s data, the number of meat alternatives stocked in Tesco, Asda and Morrisons stores, as well as Sainsbury’s, Sainsbury’s, Waitrose, has fallen by 10.9pc during the six-month period ending March 20.
Michael Oakes is a dairy farmer who chairs the National Farmers Union’s dairy board. He said, “I don’t have anything against vegan or vegetarian products.” They should clearly be labelled so that they can be identified as what they are.
Trading Standards has declined to comment.
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